One of our readings this week was an article “Advertising and Consumerism: A Space for Pedagogical Practice” by Virginia Funes. It spoke to the need for us as educators, to engage students, by making them think critically regarding advertising. They proposed, that by teaching students to be critical of the messages in both the text and imagery used, we can help the students interpret the ulterior motives that drive people to do what the advertisers wants, which is for you to consume. We as educators should work as mentors to helping them distinguish how and why advertisers capture their attention and make them desire their products. Having the ability to disassemble an advertisement is just as powerful as the ad itself. We must help them to understand how they use persuasion to lure us into buying.
Advertisers will use everything at their disposal to push their message, from the use of cultural references, symbols and primal desires to sell us on their version of utopia. Possibly the strongest of all tactics used by advertisers is sex. The saying "sex sells" is not only true, but also pervasive in almost all advertising aimed at youth and adults alike. Advertisers pull on the heartstrings of the uninformed and easily persuaded. They make the consumer feel they lack something in their lives, or they will not fit in if they don’t conform to the advertisers’ idealistic world. Be it a soft drink, a new car or even sunscreen, these products are made to look sexy. Advertising tells you that if you don’t drink our brand, you will be unable to find a mate, if you drive our car and they will swoon at your feet, or use our sunscreen and they will line up to put it on your skin. You will need their products to achieve sexual satisfaction. These messages may or may not be blatantly obvious, but they are there in droves.
Advertising is a very powerful medium. In this day and age, we would hope that people see past these parlor tricks, but sadly the majority of consumers are not immune to their rhetoric. If we don’t educate our students to dissect these ads, they will continue to be exactly what the advertisers want, Sheeple. They have been sold on a lifestyle for many, many years, and once they have their attention, they are sold.
Reference
Virginia Funes. “Advertising and Consumerism: A Space for Pedagogical Practice,” Mirror Images. Pp. 159-177.
Advertisers will use everything at their disposal to push their message, from the use of cultural references, symbols and primal desires to sell us on their version of utopia. Possibly the strongest of all tactics used by advertisers is sex. The saying "sex sells" is not only true, but also pervasive in almost all advertising aimed at youth and adults alike. Advertisers pull on the heartstrings of the uninformed and easily persuaded. They make the consumer feel they lack something in their lives, or they will not fit in if they don’t conform to the advertisers’ idealistic world. Be it a soft drink, a new car or even sunscreen, these products are made to look sexy. Advertising tells you that if you don’t drink our brand, you will be unable to find a mate, if you drive our car and they will swoon at your feet, or use our sunscreen and they will line up to put it on your skin. You will need their products to achieve sexual satisfaction. These messages may or may not be blatantly obvious, but they are there in droves.
Advertising is a very powerful medium. In this day and age, we would hope that people see past these parlor tricks, but sadly the majority of consumers are not immune to their rhetoric. If we don’t educate our students to dissect these ads, they will continue to be exactly what the advertisers want, Sheeple. They have been sold on a lifestyle for many, many years, and once they have their attention, they are sold.
Reference
Virginia Funes. “Advertising and Consumerism: A Space for Pedagogical Practice,” Mirror Images. Pp. 159-177.